The power of influencers in the age of influence. Who are influencers? How to identify them? How should brands work with them? Why should brands engage in influence marketing activities? All this is available in this presentation which was given on May 11, 2015 in Amman, Jordan as part of the Marketing Kingdom Amman Conference by The P World in Kempinski Hotel.

1. REAL TIME MARKETING
HUSSEIN M. DAJANI
HEAD OF CONTENT AND INFLUENCE MARKETING

2. “You have been influenced when you think of something you wouldn’t otherwise have
thought of or you do something you wouldn’t otherwise have done.”
Philip Sheldrake
The Business of Influence

3. What lead you to come to this conference?

4. When mentioning influence, you probably think of social scoring platforms

5. But while social scoring can be the start for finding influencers,
it’s not quite as clear cut when it comes to being democratic around influence itself.

6. WHO’S AN INFLUENCER?

7. KLOUT PEERINDEX
TWEET GRADER TWEET LEVEL

8. ALL OF THEM ARE… IN THEIR OWN CONTEXT

9. In traditional media… Influencers are celebrities.

10. But, in the digital world, they can be anyone with a fan base.

11. An influencer is anyone who:
1. Posts consistently,
2. Gains trust of their followers,
3. Gets alot of engagement on their posts,
4. Is very knowledgable about a certain topic,
5. Is able to mobilize opinions and create reactions,
6. Has large online communities focused on specific topics.

12. An influencer is not necessarily someone with thousands of followers!

13. 4 LEVELS OF INFLUENCERS
CELEBRITIES
PUBLISHERS
FANS
FRIENDS
MORE
INFLUENCE
MORE
REACH
CELEBRITY
BLOGGER
CUSTOMER
BEST FRIEND
FAMILY
CO-WORKER
VENDOR

14. CELEBRITIES
PUBLISHERS
FANS
FRIENDS
CELEBRITY
BLOGGER
CUSTOMER
BEST FRIEND
FAMILY
CO-WORKER
VENDOR
4 LEVELS OF INFLUENCERS
MORE
INFLUENCE
MORE
REACH

15. CELEBRITIES
INFLUENCERS
INFLUENCERS
FRIENDS
CELEBRITY
BLOGGER
CUSTOMER
BEST FRIEND
FAMILY
CO-WORKER
VENDOR
4 LEVELS OF INFLUENCERS
MORE
INFLUENCE
MORE
REACH

16. TYPES OF INFLUENCERS
Sports Auto Fashion Foodies Lifestyle Comedy Tech Entertainment Travel Music

17. TYPES OF INFLUENCERS

18. Locals Arab Expats Non Arab Expats
TYPES OF INFLUENCERS
Westerners
Asians

19. Taim Al Falasi - Social Personality
Taim Alfalasi (Futaim) is an online media personality. She received her
visual communications Bachelor degree from Zayed University.
During her time in college, Taim started her two humanitarian
campaigns and published her online entertainment magazine. For
her magazine, she produced several videos with four celebrities, and
it went viral to over a million viewers on YouTube. Other than that, she
started an online radio show, which has been rated as the most played
show in the Arab region at spreaker.com. Moreover, Taim was in the
production team of Dubai Film Festival two years in a row, and has been
involved in other exhibitions and festivals.
Social Following
222k 1m 77.7k 230k Views
Figures as of April 10, 2015

22. So, how can a brand identify the right influencers?

23. Relevance - Contextual Fit
Their interests align with your target customers’segments.

24. Reach - Audience Size
They have a substantial following, at least within your target demographic.

25. Resonance - Engagement Power
Their status inspires others to mimic them

26. Authentic
Fair to themselves and to the brand they are endorsing

27. Gender, Age, Status, Location, and Frequency of social posting.

28. INFLUENCE IS CONTEXTUAL
Different communities have different needs and influencers
STEAK
FASHION
Vegetarian
= low context
= no product passion
= untrusted in category
= no experience
UNLIKELY TO INFLUENCE A STEAKHOUSE VISIT
Boutique owner
= high context
= passionate product user
= trusted in category
= loads of experience
LIKELY TO INFLUENCE A FASHION PURCHASE

29. Influencers are not brand ambassadors.
They’re independent“entities”in a mutually beneficial relationship with your brand.

33. Influencer marketing compromises 4 main activities:
1. Identifying influencers and ranking them in order of relevance, importance and context,
2. Marketing TO influencers – to increase brand awareness within the influencer community,
3. Marketing THROUGH influencers – using influencers to reach a pre-defined objective,
4. Marketing WITH influencers – turning influencers into advocates.

34. It is RTM,
It has proven to be effective,
It takes place where your audience is,
The old way of marketing isn’t always working like it used to.

36. “Ask not what an influencer
can do for you, ask what you
can do for an influencer.”
Laura Fitton,
Head of Influencer Relations at HubSpot

37. Hussein M. Dajani
Head of Content and Influence Marketing
hussein@digitalapemedia.com
+971 55 454 8655
digitalapemedia.com